Comin Asia: Keep A Stiff Upper Lip

In the tough time of the economy, the company still sees more opportunities in Vietnam market. So, it wants to set up a deep footprint here.

Comin Asia arrived in Vietnam in 1993 from Cambodia where it first created the Comin brand. Right from its inception, Comin Asia was involved in the construction of the 500kV transmission line between the northern and southern regions of Vietnam. First acting as a supplier of equipment its Power division has gradually moved to more integrated solutions, including engineering services.

Embracing the potential

“After being well established, we have embraced the booming development of the Vietnam construction market and opened a Vietnamese entity namely Comin Vietnam in 1998 in order to provide M&E (mechanical & electrical) services for buildings,” says Frantz Vaganay, Comin Asia Country Director for Vietnam. He adds, to serve clients’ requirements, the company soon after created the Service Division to maintain and service those M&E installations. This Division has now become OCS Vietnam, a joint venture between Comin Asia and OCS group, a world leader in total facilities management.

Then, following the recent merger into RMA group in April, 2011, Comin Asia has reinforced its commitment to the construction sector and created a Heavy Equipment Division looking after distribution and full service of reputable equipment manufacturers such as JCB from the U.K. (tele handler, excavator and backhoe loader) hence the inauguration of Comin Asia JCB facilities in Lotus port in District 7, HCMC.

“Our latest development providing significant synergies with our M&E building services, is the launching of our Building Technologies division that also acts as an agency delivering kitchen, laundry and HVAC solutions,” said Clement Biasse, Marketing Manager of Comin Asia, when being asked about the journey of Comin in Vietnam.

Setting a deep footprint

Compared with other markets of Comin Asia in the sub-Mekong region like Thailand, Cambodia, Laos and Myanmar, its business development in Vietnam is actually quite good given the current economic situation in the country as the company’s clientele is spread across the private and public markets and its service portfolio very diversified. This can offset downturns.

“First all of, I proudly say that we have participated in the development of national power infrastructure all over the country by supplying 110kv/220kv substations to EVN [Electricity of Vietnam Group].” said Frederic Bigorre, Deputy Country Director in charge of Power division, adding that the company has built the brand name around sustainable practices by bringing international standards into the local market in terms of safety procedures and quality management system.

Its long-lasting Power and Contracting Divisions definitely contributed to its success and brand name in Vietnam. Our portfolio is, of course, extending as the company grows,” Frantz stressed. “Since RMA took us over, we have incorporated a Heavy Equipment Division dealing JCB machines for a start. But this division is to host dealership of other heavy equipment brands with agricultural and mining applications.” Although this activity is new to its core business, it creates synergies with the markets served by other divisions which increase the value-added the company brings to its clients.

Admitting challenges like the financial and banking system crisis and construction prices, Clement says that for 2013, the company has a realistic approach of the market and over the long term, it is very positive about the potentialities of the Vietnam economy which has a vital need for energy and infrastructure so there will always be opportunities to seize for Comin Asia.

Although Comin Asia, has international management practices; the company also has a very strong local footprint in the 20 years it has been established here. This has allowed Comin Asia to disseminate these practices to its staff. This fine tune is essential in Vietnam for a foreign player to build a sustainable growth. Whatever the division, all its operations are handled with this same transfer of knowledge in order to guarantee both quality and price effectiveness.

Last but not least, understanding the price is a main purchasing driver especially in difficult times, “thus we choose to look at it under a ‘’whole cost of life’’ angle,” he says. “With this philosophy, we endeavor to supply highly efficient equipments solutions allowing our clients to optimize their operations costs throughout the lifecycle of their asset. This is a long term strategy that reflects very well our Customer Service standards.”